Analysis of Tom’s Palette Branding & Marketing Strategy Introduction Tom’s Palette is a homemade ice cream shop located at Shaw Leisure Gallery. Although it has been operating since September 2005, Tom’s Palette does not have any branches. However, it gains a considerable popularity among people around the area it operates. Tom’s Palette has a unique business model. According to our interview with the owner, Mr. Chronos Chan, the store sells more than just ice cream; it sells experience. In Tom’s Palette, ice cream lovers can choose their own combination of flavors as well as try some adventurous, exotic flavors such as Wasabi Lime, Black Swirl (black glutinous rice in coconut) and even Caramelized Onion that would not be found in other ice cream shops. In addition, Mr. Chronos also underlines that the store’s vision is to instill passion for ice cream, showing customers how ice creams are supposed to taste rather than just merely selling ice creams.

Market & Consumer Analysis Over the years, there is an increasing demand for ice cream in Singapore. According to Euromonitor, ice cream market in Singapore is expected to grow at 2% constant value CAGR from 2011 to 2015. This indicates Singapore’s high potential to be a profitable market for ice cream. Such level of demand is mainly caused by Singapore’s hot and humid weather, whereby consumers in Singapore often purchase ice cream for its cooling effect. The increasing affluence and disposable income also lead to the increase in overall consumption of ice creams as nonprimary consumable goods. Moreover, based on research and relevant past survey, there are two notable trends in Singapore ice cream market. Firstly, there is an increase in the demand for premium ice creams with innovative flavors, even though traditional, single-flavored ice creams stay preferred by some people. Secondly, there are increasing concerns on healthier life style. This is backed by a past survey results conducted by Euromonitor, showing that 60% of Singaporeans are concerned about consuming healthier food. Consequently, increasing number of people prefer healthier choice of ice creams with lighter taste and lower fat. Competitors Review The growth of local homemade ice-cream outlets in Singapore creates a direct competition for Tom’s Palette in the ice cream market. The key competitors are: U.d.d.e.r.s Due to its unique name which means “cow tits” and its logo which depicts its meaning, Udders establishes a strong brand name and recognition among the public. Udders has a main store located in Novena and three other branches located in East Coast, JurongKechil, and Bukit Batok. Udders is famous due to its unique liqueur flavors such as Rum Raisin and Bailey’s & Bourbon. Additionally, Udders adopts the café style, where people, especially the youngsters, can enjoy

MKTG 101 – Marketing Final Report

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Analysis of Tom’s Palette Branding & Marketing Strategy their time there. It differentiates its pricing based on the flavors. Price for classic flavors is $3.20, premium flavors is $3.90, connoisseur flavors is $5.30 per single scoop cup. Island Creamery Island Creamery has two outlets located in Bukit Timah and Great World City. Island Creamery’s unique local flavours such as TehTarik, PulutHitam and Pineapple Tarts have won the hearts of ice cream lovers in Singapore....

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Ethics in the Workplace
Tom's of Maine: Doing Good while Doing Business
Tom's of Maine represents one of the first natural health care companies to distribute their product beyond the normal channels of health food stores. While it continues to grow, the owners, Tom and Katie Chappell, continue to emphasize the values that got them started over 28 years ago. The question becomes, can a small firm stay true to its founding principles and continue to grow in a fiercely competitive environment?
For its first 15 years, Tom's of Maine looked a lot like many other new businesses. It was started in 1970 by Tom and Katie Chappell, two people with an idea they believed in and felt others would also buy into, and financed by a small loan. Like many business startups, the company's first product was not successful. Its phosphate-free detergent was environmentally friendly but, according to founder Tom Chappell, "it didn't clean so well." Consumers did appear to be interested in "green" or environmentally friendly products, however, and the fledgling company's next products, toothpaste and soap, were more successful.
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...Tom's of Maine: “Doing Business” Means “Doing Good”
Tom's of Maine was one of the first natural health care companies to distribute outside normal channels. The company holds fast to the values that got owners Tom and Kate Chappell started more than three decades ago, providing insight into how a small firm can grow while staying true to its founding principles in the midst of competition. Now that Tom's has been sold to Colgate, one wonders if those principles can be sustained in a large corporate environment.
Getting Tom's of Maine Going
Tom and Kate Chappell, dreaming of a line of all-natural, environmentally friendly household products, started Tom's of Maine in 1970. The company's first product, a phosphate-free detergent, was environmentally friendly, Tom Chappell says, but "it didn't clean so well." But consumers were interested in environmentally friendly products - and the toothpaste and soap that followed were more successful.
All of Tom's products were made with all-natural ingredients and packaged in recycled materials whenever possible. New personal care products, including shampoo and deodorant, were developed without animal testing. But the road to success wasn't always direct or fast. Tom's stand against "business as usual" made the company wait seven years longer and spend about ten times the usual sum to get the American Dental Association's seal...

...Tom's of Maine is a natural personal care products Company...," and the mission statement begins here. "They have all natural ingredients and they have a commitment to the environment, this is what I had heard on the radio. That sounds like a company that is worthy of my time. So I decided to analyze Tom's of Maine's mission statement. I saw in this company a business that cares about the environment, so they must care for their employees, customers, and the general public.
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-line no. 4
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Christianity had an essential role in the abolition of slave trade in American Society. American Christianity impressively contributed to American Revolution (1775-1783) as well as Civil War (1861-1865) (Parfait 47). Even though, the role of Christianity in slavery remained abstruse as some Christians, especially from the Southern America supported slavery, its importance in anti-slavery struggle remained noteworthy. Slavery was generally a great evil that overwhelmed the American society since the early colonial era. In the Harriet Beecher Stowe’s anti-slavery novel, Uncle Tom’s Cabin (1852), there is a comprehensive demonstration of the role of Christianity, especially in setting pace for the Anti-Slavery Revolutions, Abolitionism and Civil War in American society.
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